He highlights text analytics technology in the report because understanding unstructured data plays a critical part in daily operations. Enterprises have too much content to review and annotate manually. Text analytics products from vendors like Temis and SAS mine, interpret, and add structure to information to reveal hidden patterns and relationships. In my 2009 overview of text analytics, I cite the primary use cases for these tools: voice of the customer, competitive intelligence, operations improvements, and compliance and law enforcement.
But there are a few other sweet spots for text analytics tools in the enterprise:
Analytics and search: Analytics tools surface and visualize patterns; search tools return discrete results to match an expressed need. But these disciplines are blending. People want to drill in to high-level analysis to find the specific thing customers buzz about. And many searchers don’t know how to articulate their need as a query and are looking for the big picture on a topic or trend. Forrester expects these solutions to come together, as search tools mainstream semantic features like entity extraction out of the box, and analytics vendors introduce new ways to investigate relationships and data output.